Brad interviews Gabrielle Dolan, a leading expert in business storytelling and thought leadership as a teacher, consultant, speaker and author. Currently running her own consultancy practice, her passion and expertise in this field has taken her all over Australia and beyond, working with firms such as NAB, Accenture, Telstra, ANZ and many other top 100 ASX listed companies. Gabrielle is also a partner with Thought Leadership Global and works with organisations to help them gain the competitive edge with thought leadership. Brad and Gabrielle discuss the concept of thought leadership, and how thought leadership helps win the war for talent, the race to the future and the battle for attention. They conclude by sharing how Professional Services Firms can start the journey toward thought leadership.

Episode links:

Gabrielle Dolan

http://gabrielledolan.com

Thought Leaders: Matt Church

http://www.mattchurch.com/t-p/enterprising-thought-leadership

Brad and Scully discuss the value of advertising to the Australian economy. In addition, they examine scientific support for content marketing; and Microsoft’s purchase of LinkedIn. This episode’s commonly asked professional services marketing question looks at how to prepare your firm for marketing automation. This week’s professional services marketing example: How to become a CPA. The rants and raves segment looks at the growth of Monocles’ 24 hour digital radio station since its launch in 2011; and Media Watch’s great summary of the challenges facing the digital news landscape.

Episode links:

Advertising pays

http://www.advertisingpays.com.au/docs/Deloitte-Executive-Summary.pdf

Scientific support for content marketing

https://www.linkedin.com/pulse/scientific-support-content-marketing-thomas-barregren

Microsoft to buy LinkedIn for $26 billion

http://www.bbc.com/news/business-36519766

How to prepare your organisation for marketing automation

http://www.marketingprofs.com/articles/2016/30053/how-to-prepare-your-organization-for-marketing-automation

CPA Australia: Become a CPA

http://www.cpaaustralia.com.au/become-a-cpa

How Monocle found money in radio

http://digiday.com/publishers/monocle-magazine-monetizes-million-monthly-radio-listeners/

Perfect storm facing digital news

http://www.abc.net.au/mediawatch/transcripts/s4481060.htm

Brad interviews Lee Frederiksen, Research Director of Hinge Research Institute which is dedicated to studying high-growth professional service firms and their clients. He has lectured around the globe on strategy, marketing and organisational management. He is also an author and co-author of various books based on his research, including The Visible Expert, Online Marketing for Professional Services, Spiraling Up and Inside the Buyer’s Brain. Brad and Lee discuss the key findings of the Institute’s 2016 High Growth Study. Professional services firms are evolving and changing rapidly so the Institute decided to commence an annual high growth study to track the changes. The 2016 study is based on two directions: concept of strategy and marketing techniques.

Episode links:

Hinge

http://www.hingemarketing.com/

2016 High growth study: Research summary

http://www.hingemarketing.com/library/article/2016-high-growth-study

Brad and Scully discuss putting marketing research in context and the process for good marketing research. In addition, they examine nine questions to ask before creating another social media account; and what it takes to reach the ‘tipping point’ for viral content. This episode’s commonly asked professional services marketing question looks at how to organise an event to remember. This week’s professional services marketing example: employer marketing and marketing to potential employees. The rants and raves segment looks at a host of new tools Instagram are releasing.

Episode links:

Marketing research

http://www.referenceforbusiness.com/management/Mar-No/Marketing-Research.html

9 questions to ask before creating another social media account

http://blog.hubspot.com/marketing/new-social-media-account-questions

Viral content: what does it take to reach the ‘tipping point’?

http://www.cedarcom.co.uk/blog/viral-content-what-does-it-take-to-reach-the-tipping-point.html

How to organise and execute an event to remember

http://info.imageseven.com.au/psm-blog/how-to-organise-and-execute-an-event-to-remember

Rio Tinto

http://www.riotinto.com/careers-92.aspx

Spotlight on: Instagram

http://www.dmnews.com/social-media/spotlight-on-instagram/article/499838/

Brad interviews Meghan Casey, Lead Content Strategist at Brain Traffic, a content strategy agency based in Minneapolis. Meghan also is a speaker, trainer and author of The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right. Brad and Meghan discuss what content is, how it suits professional services firms, why an editorial plan is required and the importance of strategy. Meghan concludes with a simple four step process for content strategy, using a firm as an example.

episode links:

Brain Traffic

http://braintraffic.com/

Why you need content strategy before editorial planning

http://contentmarketinginstitute.com/2015/08/content-strategy-before-editorial/

Keep your content on-strategy with this single statement (Templates)

http://contentmarketinginstitute.com/2016/01/content-on-strategy-templates/

Brad and Scully discuss 4 secrets to building social media momentum. In addition, they examine the key to creating a successful marketing mix; and a fun online quiz is a good way to collect information. This episode’s commonly asked professional services marketing question looks at how to influence the single most powerful marketing tool – word of mouth. This week’s professional services marketing example: 17 inspiring Instagram video examples. The rants and raves segment looks at millions of hacked LinkedIn IDs advertised ‘for sale’.

Episode links:

4 secrets to building social momentum

http://contentmarketinginstitute.com/2016/05/secrets-social-momentum/

Solid content – Not choice of tactics – Creates a successful B2B marketing mix

http://reprints.forrester.com/#/assets/2/72/'RES131821'/reports

Quiz: What media company are you?

https://contently.com/strategist/2015/06/25/quiz-what-media-company-are-you/

How to get word of mouth working for you

http://info.imageseven.com.au/psm-blog/how-to-get-word-of-mouth-working-for-you

17 inspiring Instagram video examples from Oreo, Spotify, BuzzFeed and more

http://blog.hubspot.com/marketing/instagram-video-examples

Millions of hacked LinkedIn IDs advertised 'for sale'

http://www.bbc.com/news/technology-36320322

Brad interviews John Chisholm, Managing Director of John Chisholm Consulting, an Australian consultancy firm in the business of growing and transforming professional services firms. As a third generation lawyer with over 25 years’ experience in law firms and law firm management, John now uses his breadth of expertise to help individuals and organisations become ‘firms of the future rather than firms of the past’. Brad and John discuss value pricing and how it is relevant and suitable for firms in Australia today.

This week’s links:

John Chisholm Consulting

http://www.chisconsult.com/about/john-chisholm-consulting/

Brad and Scully discuss the trend of social networking moving away from mass connection to the local market. In addition, they examine the top 10 recommendations for website form usability; and how virtual reality will change business as we know it. This episode’s commonly asked professional services question looks at 3 ways to incorporate scarcity into your marketing. This week’s professional services example: how to use NAB’s Federal Budget Hub in your firm. The rants and raves segment looks at a well written article about the death of persuasion in advertising.

This week’s links:

From clicks to cliques: why social networking is moving inwards

https://www.marketingmag.com.au/hubs-c/clicks-cliques-social-networking-moving-inwards/

Website forms usability: Top 10 recommendations

https://www.nngroup.com/articles/web-form-design/

Virtual reality will change business as we know it

http://readwrite.com/2016/03/09/vr-changing-business/

How to incorporate scarcity into your marketing

http://info.imageseven.com.au/psm-blog/how-to-incorporate-scarcity-into-your-marketing/

NAB Federal Budget Hub: Bringing you the business end of the budget

http://business.nab.com.au/federal-budget/

The premature death of persuasion

http://www.campaignbrief.com/wa/2016/04/the-premature-death-of-persuas.html

In this special episode of PSM, Brad interviews Sean D'Souza, marketing expert/strategist and founder of PyschoTactics. Brad and Sean discuss how customers think, and why they buy and why they don’t. Why do customers back away at the very last minute? They go on to talk about why a prospective client would ‘buy’ a service and how they reach a decision.

This week’s links:

Psychotactics.com

http://www.psychotactics.com/

Why clients buy and why they don’t

http://www.psychotactics.com/xbrain/

In episode 47, Brad and Scully discuss the best way to present

This week’s links:

The best way to present marketing results to your CEO

Brand promises and the customer experience gap

Study: Why B2B marketers waste 19% of their budgets

Annual reports ... 5 tips to polish your performance

7 effective CTA examples (and why they work)